Original Study · 17 Aug 2026

98.6% of OpenAI’s Local Citations Came From Third Party Websites

We analyzed 2,403 visible citations across 300 local OpenAI answers. Third party sites supplied 98.6%, making external verification a core AEO workstream rather than an optional extra.

Study sample: 300 AI responses
Measured outcome: Citation sources
AI platform: OpenAI

What this means for marketers

Build a verifiable presence across the third party source types that matter in your industry. Do not rely on your website alone.

Map the third party sites that repeatedly appear for your industry and target markets.
Secure and improve profiles on relevant general directories, review platforms, and industry-specific sites.
Keep your name, location, services, categories, and website consistent across those sources.
Earn coverage from publishers, professional associations, and trusted local portals where it is commercially relevant.
Keep strengthening your own website, but use it as the verified home of the entity rather than your only AEO asset.
Repeat the same AI queries over time. One response will not reveal the complete source ecosystem.

What we tested

Which websites and source types does search-enabled OpenAI cite when recommending local businesses? The study covered 300 AI responses.

What the result does not prove

The exact domains changed substantially between repeat answers, so prioritize a relevant source portfolio rather than chasing one universal directory.

The study covers one search-enabled OpenAI configuration and one collection period.
A visible citation or consulted source does not prove that the page caused the recommendation.
Business-source attribution was deliberately conservative and may leave some relevant pages unattributed.
Exact root-domain matching may miss franchise relationships, verified subdomains, or other owned properties.